Tourism Australia calls out to Indians with cricket and culture bait

Tourism Australia has rolled out a brand campaign that looks to attract Indians to the country during the ICC T20 World Cups next year (men and women). 

 

Conceptualised by Scarecrow M&C Saatchi, the films showcase different parts of the country. Commentary for the same is provided by Harsha Bhogle and Shibani Dandekar (there's also an edit with Bhogle and Brett Lee).  It also brings out signature Australian experiences which includes food and drink, nature and wildlife, and aquatic and coastal experiences.

 

 Brent Anderson, regional general manager, South and South East Asia, Tourism Australia, said, “Australia and India have a strong bond through their shared love for cricket. While we have been witnessing impressive growth in terms of visitors and spend from India, the upcoming T20 World Cup provides us with a massive opportunity to take this to the next level. We look forward to welcoming our guests from India for an unforgettable cricket experience at our iconic stadiums and also giving them a flavour of our truly distinct way of life. As part of our plan to make this one of the largest sporting spectacles in the world, a range of offerings and packages are being introduced for travellers from India in partnership with the ICC, official ticketing agents and our key distribution partners.”

 

Manish Bhatt, founder director, Scarecrow M&C Saatchi, said, “Commentary has always been an extremely popular connect between a cricket fan and the game since the radio match telecast days. There are three things common between India and Australia – cricket, cricket and cricket. So we decided to give this insight a creative twist by juxtaposing cricket commentary with Australian experiences. And what better way to do it than by garnishing this idea with three great personalities – Harsha Bhogle, Brett Lee and Shibani Dandekar.”

 

The 2015 ICC Cricket World in Australia saw approximately 1,00,000 international visitors according to a statement from Tourism Australia. The women’s tournament will be held between 21 February and 8 March. The men’s tournament will run from 18 October to 15 November 2020.